Friday, March 5

You're Invited to Lose Count

For too long thread count has been considered THE measure of quality linens. In an effort to demystify thread count and educate consumers about quality linens, SFERRA has launched While thread count is one factor, others to consider are fiber, weight, finish and feel (you can learn more about each here).

Aaron Stewart, Creative Director for SFERRA, suggests the following to anyone buying linens. Ask yourself these questions: Do I like the pattern? Is it within my price range? If yes, then open up the package and feel it. If you like the way it feels (at that moment—not after being washed) and it fits the other criteria, then you have found your sheets. You will find that you don’t need to buy the most expensive linens on the market to enjoy luxurious sheets.

For more information on thread count, buying linens, video tips and a bedding glossary visit On Monday I will share with you Aaron’s top tips for creating an amazing bed and caring for linens.

Once again I will host parties with SFERRA to promote the Lose Count campaign. This spring we will be in Atlanta (Mrs. Howard—Phoebe Howard); Chicago (Branca—Alessandra Branca); and Dallas (Ceylon et Cie—Michelle Nussbaumer).

Our fall parties with Kelly Wearstler and Nathan Turner in LA and Todd Romano in NYC were a smashing success. Our spring events look to be equally popular. Unfortunately, due to space limitations, both events are by invitation only. However, I would love invite 15 readers to join us.

Five (5) people will be drawn at random to receive an invitation to the Atlanta event; five (5) people will be drawn at random to receive an invitation to the Chicago event; and five (5) people will be drawn at random to receive an invitation to the Dallas event.

To enter please send an email to with the subject ‘Atlanta’/’Chicago’/or ‘Dallas’ depending on your geographical location. Or leave a comment below. Invitations are non-transferable and limited to the named guest only. The deadline to enter is 11:59 PM EST Friday, March 12, 2010. Invitees will be announced here on March 15, 2010.


A Gift Wrapped Life said...

They have an excellent point and ad campaign......I always wondered about this as some of the higher count sheets have been a big disappointment to my comfort and wallet. Is their bedding available in Canada?

ALL THE BEST said...

Yes they do! I have included a link to their site with listings. I would love to have a SFERRA event in Canada.

Anne said...

BEAUTIFUL bedding. I love that photo.

pve design said...

Count me in - I would love to count sheep in those splendid sheets. There is nothing like really good bedding. I recently fell in love with some vintage linen bedding.

kay said...

Great job. Much needed.

Ray said...

Sending an email now!! Ray in Atlanta.

ALL THE BEST said...

Thank you for all of the emails.

Frieda said...

I am looking for a interior designer in the los angles, to help me with my dinning room.

I just finished remodeling my house, it's spanish contemporary with Moroccans accents.

IF you could recommend someone that is not too busy, I would be grateful to you.

Long time reader of your blog.

Acanthus and Acorn said...

Thread count is often misunderstood and overrated, because some of the higher thread counts dod not hold up to multiple washings! I'm off to read through the links and inforamation.

mary said...

You will have a wonderful time with Michelle N. in Dallas-she is an amazing hostess and friend. Enjoy!

My Galveston Cottage said...

LoseCount -- I'm in!!
Thank you for the point and introduction, -s

The Neo-Traditionalist said...

Can't wait to check out this site and thanks for the tips on how to pick proper sheets---the thread counts are all over the place and have always mystified me. Hope you're having a lovely weekend Ronda! XO Katie

Heather Draper said...

Hi Ronda,
I own a bedding shop in Victoria BC Canada and am interested in becoming a stockist..who should I contact?

Many Thanks
Heather Draper

melonie said...

I would love to see you in Atlanta.

Dawn said...

Lovely idea. Thanks for this.